Page 29 - 2016 Year In Review

UNEXPECTED VENUES: Pro-sport sponsors often create pop-up playing
surfaces for grassroots or interactive fan activities. In 2016, these
surfaces began popping up in unique and interesting places. The trend
began with photos of a mysterious rink built atop a Toronto skyscraper
circulating throughout the media, only later to be revealed as part of a
Molson Canadian #anythingforhockey campaign. The trend continued
with Bud Light constructing a batting cage in the middle of Lake
Ontario and Tissot building a full basketball court in the Swiss Alps
with San Antonio Spurs guard Tony Parker. Activations like this can
naturally lead to compelling content that the sponsor can capture to
share on its social channels and scale the reach of the on-site
experience.

SPONSORS ASSIST IN THE TAILGATE: The tailgate is a large part of the
NFL experience; however, fans typically need access to a vehicle and
grilling accessories to participate. In 2016, two competing brands worked
to make tailgating more accessible. Before the 2016 NFL season, the
Miami Dolphins announced a partnership with Uber that would allow fans
to secure a car with all of the necessary tailgating supplies. Amazon has
also invested in a similar service with the San Francisco 49ers; however,
instead of a vehicle, Amazon provides the tailgating supplies. Similar to
Jurassic Park outside of Toronto’s Air Canada Centre, the tailgate
activation adds value to the fan experience and allows brands to come to
life outside of the in-bowl clutter.

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